EXECUTIVE SUMMARY

Unilever is a multinational consumer product manufacturing giant

operating in over hundred countries all around the globe. Unilever

Bangladesh is the Bangladesh chapter of Unilever. Where the

company holds 60.75% share whereas the Government of

Peoples Republic of Bangladesh holds 39.25c share. Unilever's

one of the most popular brand is LUX. They segments LUX.'s

market according to geographical locations. It further differentiates

these segments into Socio Economic m is Cluster (SEC) which

takes into account the criteria of education and profession which

ultimately measure the financial ability of consumers. The clusters

is divided into five parts starting from A to E. Unilever targets the

urban and sub urban upper middle class and muddle class segment of

the population. Who tally under A to C of SEC.

Tactical marketing tools, 4P's. Are extensively used by the company

to market LUX. Though LUX is produced in Bangladesh. Unilever

Bangladesh maintains the sane standard all around the globe. The

product is available in six different fragrances under three different

sizes. Since the demand for beauty soap market is to a great extent

oligopolistic. Variations in price lead to

Price war which can eventually break down the company's market share. Thus

Unilever cannot provide a better price than its competitors. But the

price is affordable by most of the people. Unilever Bangladesh has

outsourced its distribution channels to third party distributors which

allow there to distribute LUX in massive bulks amounting to

around ten million pied. It undertakes the largest promotional

activities in the beauty soap industry.

1

The beauty soap industry has a few major producers of which

Unilever holds market share of slightly less than 50%.other

competing brands like tibbet, aromatic and Keya have started to

have a strong consumer’s base, but LUX’s product features

distribution and promotional activities have created high brand

loyalty for which it is still the market leader. Unilever with the aid of

its heavy promotional activities has been able to penetrate the

market. But the other producers in the industry are posing a threat

towards unilever market share as they have moved towards the rural

masses of the population. Therefore, unilever Bangladesh should

undertake further steps such as moving towards the rural and/or

poorer segment: attract children (by making a special product for

kids) and other innovative promotional activities to retain its

command in the industry.

2

REVIEW of LITERATURE

Discovering the Consumer: Market Research, Product Innovation, and the

Creation of Brand Loyalty in Britain and the United States in the Interwar Years

This paper discusses the use of market and consumer research at Lever

/Unilever and its advertising agency in Britain and the United States,

J. Walter Thompson(JWT), in the interwar period. Research surveys

Conducted by JWT in the 1920s and 1930s helped Lever reposition

Its international soap brand Lux.

The article also shows that marketing's cultural practices often predate

Its conceptualization and academic theorization.

The Brand: Lux Soap Flakes

One of Lever's earliest product innovations was a production

technique developed in 1889, which allowed soap to be produced in

forms of flakes. The resulting product, soap flakes, made washing

easier and preserved the garments as women did not have to rub

clothes with the hard soap bar. In 1900, Lever's product came on

the market as "Lux soap flakes."

Moreover, the product was positioned as a problem

solver (Levitt1960); if consumers were rich enough to

buy expensive clothes, they also had problems which

low-income groups did not have, that is, the preservation of

silk or other expensive clothes. Lux helped solve these

problems. In 1906, Lever began to export Lux soap flakes to

the United States.

3

There, its advertising agency JWT suggested that the traditional

positioning of Lux as a product to be used to wash woolen garments (see

slogan in fig. 1:-Lux won't shrink woolens") should be widened

so that consumers saw Lux as product that could be used for

all fine fabrics.

Its advertisements often followed an aggressive market expansion

strategy for their products; by suggesting a wider framework of possible uses

for a given product both the customer base and the usage rate of

a product could be increased (Ansoff 1957).

For its client Lever Brothers, this strategy resulted in increased sales from

10,000 cases in 1915 to over one million cases in 1918 (The history of LuxFlakes"1950;

Lovett 1970). This strategic marketing orientation of JWT's advertising is

Further exemplified in its decision to use advertisements in 1922 to promote the

Use of Lux for the washing of dishes.

In the early 1920s, the Lux advertising campaign in the American market

Took a crucial turn toward dialogic consumer engagement. In 1924, JWT

Invited American housewives to submit testimonials for Lux soap flakes. These

Letters, of which about 53,000 arrived at the JWT headquarters', were used by the

Agency to conduct a survey of consumer habits. It turned out that consumer

Had independently begun to use the flakes for the washing of their hands, for baths,

For their babies, and for washing their hands and hair.

4

NEED FOR THE STUDY

We have undertaken this study because the we want to know the

reasons to buy different brands of soaps and particularly consumer

opinion about LUX Soap, the factors affecting while purchasing a

FMGC

PRIMARY OBJECTIVES:

"Effects of celebrity endorsement on Consumer Buying Behavior toward

Lux soup"

SECONDARY OBJECTS:

✓ To identify the influence of celebrity endorsement on

consumer buying behavior

✓ To understand buyer behavior of Lux soap use.

✓ To extract consumers opinion regarding various in

advertisement celebrity endorsement of Lux soup.

5

COMPANY PROFILE

Hindustan Lever Ltd (HLL) is India largest Fast Moving Consumer Goods

(FMCG) company. HLL's brands like Lifebuoy. Lux. Surf Excel. Rin.

Wheel. Fair & Lovely. Pond's, Sun silk. Clinic.,pepsodent. Close-up,

Lake me, Brooke Bond, Kissan, Knorr-Annapurna, Kwality Wall's are

Household names across the country and span a host of categories. Such

As soaps. Detergents, personal products. Tea. Coffee. Branded staples.

Ice cream. These products are manufactured over 40 factories across India

And the associated operations involve over 2000 suppliers and associates.

Hindustan Lever Limited’s distribution network comprises about

4000 redistribution stockiest, coverings 6.3 million retail

outlets reaching the entire urban population. and about 250 million

rural coin timers. HLL is also one of India largest exporters. it has

been recognized as a golden super star trading house by the

government of India. Presently HLL has over 16000 employees

including user 1200 manager its mission. it is “add vitality to life”

the anglo-dutch company unilever owns a majority state in

Hindustan lever limited.

In the late 19th and early 20th century Unilever used to

export its products to India. This process began in 1888 with

the export of Sunlight soap. Which was followed by Lifebuoy in

1895 and other famous brands like Pears? Lux and Vim soon alter. In

1931. Unilever set up) its first Indian subsidiary. Hindustan Vanaspati

Manufacturing Company. Followed by Lever Brothers India limited

(1933) and united traders limited (1935).

6

PRODUCT PROFILE

Lux soap first produced in United Kingdom in 1899. It was produced

by British company name Lever Brothers. Lever Brothers was founded in

1885 by William Hesketh Lever and his brother James. They using

glycerin and vegetable oil such as palm oil to manufacture soap called

"Sunlight Soap."

Lux soap was first launched in 1916 as laundry soap targeted

specifically at 'delicates'. Loser Brothers encouraged women to

lone: launder their clothes without tear of satins and silks being turned

yellow by harsh lyes that were often used in soaps at the time.

The (lake-type soap allowed the manufacturer some leeways from

lye because it did not need to be shaped into traditional cake-

shaped loaves as other soaps were. The result was a gentler soap that

dissolved more readily and was advertised as suitable for home laundry

use.

Lux toilet soap was introduced in 1925 .as bathroom soap. '7e name

'Lux' was chosen as a play on the word "luxury." Lux has been

marketed in several forms. Including bar and flake and liquid (land

Wash. shower gel and cream bade soap).

Lux was launched in India, in 1929. The very first Lux

advertisement featured actor Leela Chitins. Its popular slogan was 'the

beauty soap of film stars.’ The 'how' and why' behind the

promotion goes a long way in brand building.

From 1930s right through 1970s, Lux soap colors and packaging were

altered several times to reflect fashion trends. In 1958 five colors were

made up the range: pink, white, blue, green and yellow. In 1990s,

Lux launching its own range of shower gels, liquid soaps and

moisturizing bars. People enjoyed matching their soap with their

bathroom colours.

7

In the early 1990’s Lux responded to the growing trend away from

traditional soap bars by launching its own range of shower gels

liquid soaps and moisturizing bars. Lux beauty facial wash. Lux

beauty bath and Lux beauty shower were launched in 1992.

In 2004, Lux launched a 'Lux star bano, Aish kayo' contest where

consumers were supposed to buy a promotional pack of Lux and scratch

the special scratch card to earn their reward. Prizes varied from living a

day in Aishwarya Rai's life to beauty kits, Neeta Lulla saris among a host

of other gift vouchers and well... more Lux soaps to be won.

In 2004. The entire Lux range was re-launched in doe UK to include

five shower gels, three bath product and two new soap bars.

On its completion of 75 years in 2005, Lux roped in Shah Rukh Khan

as its first ever male ambassador. The advertisement featured the

actor in a bathtub, flanked by his leading ladies - Juhi Chawla, Kareena

Kapoor, Sridevi and Hema Malini. It was known as the 'Har Star

Lucky Star' offer, where every wrapper guaranteed a gift, waiting

to be unwrapped.

In 2009, Aishwarya Rai and Abhishek Bachchan featured in the new

'Sone Se Bhi Sona Lage' campaign. The campaign also conducted a

Lux Super Star Offer where the lucky winners get to meet Aishwarya-

Abhishek in London. The campaign jingle became so immensely popular

that its varied renditions were used in the advertisements that featured

Katrina Kaif since 2009.

Deepika Padukone and Imaran khan are the newest brand

ambassadors of Lux, modeling together for the "Kya Khoob Ho Turn"

advertisement that has been recently released.

8

Market Segmentation:

The company claims that I.UX is the highest selling beauty soap

in Bangladesh. Moreover some survey reports also reveal the same

result.

Though LUX is the highest selling beauty soap in Bangladesh. It does

not go for traditional mass marketing. Moreover as a beauty soap LUX

does not even segment its market according to gender.

9

DATA COLLECTION

Actually, the reliability of research decisions depends on the

quality of data gathered. By taking this concept into consideration,

the data can be classified into primary data and secondary data.

We have used both the types of data, as far as project is

concerned.

1. Primary data

2. Secondary data

1. Primary Data

I. Questionnaire Method

II. Direct Interview Method and

Observation Method

The main tool use, the questionnaire method. Further direct interview method,

Where a face-to-face formal interview is taking. Lastly observation method

Has been continuous with the questionnaire method, as one continuously

Observes the surrounding environment he works in.

2. Secondary data

These are those data which are collected from the various sources which

have been already created for the purpose of first time use and future use.

We have used the following secondary data in my project:

• Internet

• Newspaper

• Magazines

10

Sample Design:

Sampling size = 200 Respondents (mostly targeted on women Or Girls).

Sampling technique = Hypothesis Method

Research Instrument: "Questionnaire", "Personally"

Types of Questionnaire: "structure"

Derivation of sample size:

On the basis of the pilot survey, the percentage of customer who married in

last 5 years came to 60%. To ensure 99% confidence level and a permissible

error not to exceed 10%, the sample size was determined as under:

Summary

Celebrity endorsement is the very important and basic tools for the

promotion of the product and now a day it is become a trend for

the product marketing and brad building. However it is easy to

select a celebrity but it is very difficult to establish a strong

relationship between the product and the endorser. The celebrity

can make a better brand image and also helpful for profit

maximization.

11

INTEGRATED MARKETING COMMUNICATION

Promotion:

The great Indian brand wagon staffed nearly four decades

ago. Great brands sometimes outlast their ambassadors as proven

by Lux which celebrated its 75th anniversary in India.

The first ambassador. Leela Chitins featured in a Lux advertisement

which flagged off the Lux wagon. She gave way to a galaxy of stars

which includes Madhubala, Nargis, Meena Kumari, Mala Singh

Sharmila Tagore, Waheeda Rehman, and Saira Banu, Hema Malini.

Zeenat Amaan, Juhi Chawla. Madhuri Dixit. Sridevi. Aishwarya Rai

and Kareena Kapoor, asian and latest Deepika padukone. The last

frontier for most actors aspiring to stardom is becoming a Lux

ambassador. The brand has outlasted much soap. From the beginning.

Lux became a household name across the country.

Sales Promotion:

Sales promotion. a key ingredient in marketing campaigns. Consists of

a collection of incentive tools, mostly slim term designed to stimulate

quicker or greater purchase of particular products or services by

consumers or the trade. Whereas advertising offers a reason to

buy. Sales promotion offers an incentive to buy.

12

Prominent Sales Promotion Schemes Used By LUX

Lux presented 30 gm gold each to the first three winners of

the Lux Gold Star offer from Delhi. According to the

promotional offer that Lux unveiled in October 2000, a

consumer finding a 22-carat gold coin in his or her soap bar

got an opportunity to win an additional 30 gm gold.

The first 10 callers every week got a 30 gm gold each. The

offer could be availed only on 100 gm and 150 gm packs of

Lux soap.

Lux Star Bano, Aish Karo contest: All one needed to do was

buy a special promotional pack of Lux soap. The pack

comes with a special scratch card.

The 50 lucky winners and their spouses were flown down to

Mumbai to live a day like Aishwarya Rai would. They could

also be given gift vouchers worth Rs 50,000 from Shoppers'

Stop along with an exclusively designed Neeta Lulla sari

and a beauty makeover by Michelle Tung, Aishwarya

preferred designer and stylist. The piece de resistance was

a dinner date with Aishwarya Rai herself.

Lux celebrated 75 years of stardom with the Har Star Lucky

Star activity. All wrappers of Lux had a star printed inside

them. If the consumer found written inside the star, any

number from “1” to “5”. She would get an equivalent

discount (in rupees) on her purchase from her shopkeeper.

13

Public Relations:

Not only must the company relate constructly to customers. Suppliers

and dealers, it must also relate to a large number of interested

publics. A public is any group that has an actual or potential

interest in or impact on a company's ability to achieve its objectives.

PR involves a variety of programs designed to promote or protect a

company's image or its individual products.

LUX PR Activities

Press Relation

Lux has been maintaining constant communicating with

its customers and potential customers. Of the various

developments taking place in the brand by using press relations.

Events:

Lux celebrated 75 years of existence in a grand way by unveiling

Shahrukh Khan as their latest brand ambassador. Kareena

Kapoor, Juhi Chawla, Sridevi and Hema Malini graced the event

and made it special. All the stars have endorsed Lux in the past.

The event was held at the grand Intercontinental in Mumbai

Limited Edition:

Coming up with limited edition of the brand is also a way of

attracting attention towards the brand. It creates a buzz and a feeling

of urgency to try out the product and helps in promotion of the brand.

This strategy was also implemented by Lux by bringing out

limited editions like Chocolate Seduction. Aromatic Glow. Festive

Glow and Haute Pink.

14

Logo

Labeling:

The LUX Trade Character or Largo is present prominently on the

package. A novel metallic substrate packaging showcases the

ingredients. And a female model is shown on the pack. Also displayed

graphically are the key ingredients.

Packaging:

The colors are different for different variants such as saffron for the

saffron variant, pink for the rose extracts etc. The Bars come in

package sizes of 100g, 120g, 150 g Lux has also launched a 45 g variant

called Mini Lux priced at Rs. 5.

15

Point Of Purchases:

The LUX is not given a notable placement on the shelves of

different retail shops & departmental stores for its sales promotion.

Usually the company goes for wide display in the stores where it

potential for its product. Different eye-catching decorations are made

inside the store and in the showcase for outside display. These

arrangements are made with the assistance of the sales people of the

company.

Advertisements:

The messages that the product reflects in its

advertisement it is the one that is usually narrated

by the corporate itself. Advertising is any paid firm of wit-personal

presentation and promotion of ideas. Goods and services by an

identified sponsor. Ads can be a cost effective way to

disseminate messages. Whether to build a brand preference or to educate

people.

USP or the common thread through all the advertisements is the

Presence of Movie Stars through the ages.

The product has been positioned on the basis of REFERENCE GROUP by

using a celebrity popular at that point in time.

Some amount of attribute positioning by mentioning the various

ingredients has also been done.

16

Lux campaigns have wooed millions of people over the decades.

Popularly known as the beauty soap of film stars. Lux has been an

intimate partner of the brightest stars on the silver screen for decades.

An odes to their beauty, an announcer of the stardom, advertising

campaign on Lux have featured film star across the nation promising

their beauty and complexion to ordinary women.

With top movie stars from Madhubala to Madhuri. From Babita

to Karisma and Kareena having endorsed the goodness of Lux over

generations. It was natural that the brand has built equity as the best

beauty soap in India.

From the beginning Lux. by using a leading film stars of the time. Has fulfilled the

Consumers' aspirations of using beauty soaps via the rationale 'if it's good

Enough for a film star, it's good for me. This later moved into a transformation

Nation role of having a bath with Lux. which transports the user into a

Fantasy world of icons, film stars and fairy lands.

17

CHANGE IN COMMUNICATION STRATEGY

However. The communication was slowly seen to be losing

relevance. As consumers were beginning to question it the film star

actually used the brand.

In addition to this. Several competitive beauty soap brands had begun

advertising using similar methods of communication. In this

context. The global brand team for Lux developed a new

communication strategy. This strategy brings out the star in you for

the first time moved the brand away from the long-running film

star route. The film star still features in the new communication

but not as her gorgeous self but rather as an alter ego/projection

of the protagonist (a regular girl) for a few seconds of the entire ad.

Thus. for the first time the film star was used as a communication

device and not as the main feature of the ad The move away from the

film star and her fantasy world to a regular Lux user. With the focus

on the protagonist's star quality, is a change from the norms set

by Lux advertising in the past. With the new communication

strategy. the film star is used purely as a communication device to

portray star quality in every Lux user. This can be significantly seen in

the latest TV commercial of Lux Crystal Shine where priyanka

Chopra is portrayed as a normal women.

This idea brings out the star in you puts the consumer at the heart of

the brands' promise. This promise goes beyond the functional

deliverables of soap. Beyond bathing and the bathroom to the world

outside. It's a world where with Lux on her side. an ordinary woman

can Impact her world with her own star quality.

18

This is a successful attempt to bring the brand closer to its users and

to give it a more youthful and contemporary images.

Breaking away from tradition. HLL resorts to a male and metro sexual

Shah Rukh to revive Lux. which turned 75 in 2005.

Selection of Media:

There are number of source available for passing the product message. These

are follow:

• Television

• Outdoor (Billboards)

• Magazines

• Newspapers

• Brochures

• Internet.

Impact on Sales

The company believes that ads do hale adequate impact on sales. In

order to net the company policy of maintaining and strengthening the

corporate image. The ads are shown on television. There is a lug-term

strategy in the hooks of Unilever to disturb the loose Soap market.

They usually slew documentary from time to time regarding the

flaws in loose Soap quality. It is usually shown without any

discrimination. I.e. Without mentioning any Soap name or company

name in the documentary.

19

Public Relations :

In order to build healthy relations with the consumers. The

company established a consumer department to manage the

complaints of the end-users. A legal department is also

dealing with the legal issues and media war. If any news is

published in a newspaper that harms the product image. A persuasive

message is published in that newspaper to counter the rumor.

Sponsoring Events:

The company goes for sponsoring events in order to heighten the

compam and brand image. Mostly the company goes for financing

such kind of events in which its product has got some room to build

likeness Tie Company also goes for sponsoring fashion shows in

different cities.

Distribution:

LUX gins for indirect channel of distribution. the hierarchy of the

distribution channel is as follows.

• Manufacturer

• Distributor

• Retailer

• Consumer

20

The distribution strategy pursued by the Unilever is intensive. It

heals that the product distribution is covering wide market. 'Here

are regional headquarters of the company in all the big cities of the

country. There is a distributor in each big city. In order to reach remote

areas. A distributor engages a sub-distributor for a small area. The

company is directly linked with the main distributor and the sub-

distributor has no such direct contact with the company. The

company providers the Life Buoy inventory to the main distributor

that is further dispatched to retailers and sub-distributors

There is a regional manager of Unilever that employs Area Saks Manager for a specific

Area then comes the Territory Sales Officer (TSO) TSO is directly linked with

The distributors to set and achieve targets. The targets vary from area to area and

Are set on the basis of history of the area sales. As the sales targets depend

Upon the area history of sales: these are usually achievable It

these target, are facing sore kind of setback. The promotional

schemes based on areas are announced as discussed earlier.

21

DATA ANALYSIS AND INTERPRETATION

1). Age group

Age group No of respondents

Less than 15 00

15-20 48

21-25 56

26-30 41

31-35 12

36-40 05

41-45 07

45-50 13

50 & above 18

No of respondents

less than 15

15-20 21-25 26-30 31-35 36-40 41-45 46-50 50 & above

0

10

20

30

40

50

60

22

Interpretation:

Here, from the analysis we can say that most of the

respondents are the age of between 20 to 30 years. There are

very few customers who are age above 35 years.

So, from the above analysis we can find that the users of the

Lux soap are most of the youngsters. These are the

customers who are easy to adopt new innovative products so

company has to keep innovation in their products to attract

this kind of customers.

So that company has to promote schemes which targets to

the youngsters.

Company should launch products for the people who are

above 40 years and also try to capture each age's segments.

23

2). what is the frequently of purchase soap?

Time period No of respondents

weekly 10

monthly 88

bimonthly 8

quarterly 45

Semi annually 48

more 1

5%

44%

4%23%

24%1%

Sales

weeklymonthlybimonthlyquarterlysemi annuallymore

Analysis:

24

After looking the chart and interpreting the data, we can easily

say that the most of the purchasers buys soap on monthly bases.

So here, Unilever shop.

Could try to encourage customers for purchasing more and

company should offers schemes for buying twice or thrice in a

month

So the selling of the soap will increase and profit will also

increase. Unilever should try to update packaging and quantity of

the products.

Unilever should also maintain the small quantity products so, the

weekly customers are motivated and every class of society can

easily purchase as it is not so costly.

Responders are also looking for the quarterly purchase to get the

best schemes provided by the company and also should give

special discount on bulk purchase by any customer.

25

3). During purchases of soap what influences you purchase?

Sources Respondents

Price/cost 42

Celebrity/advertisement 60

Quality/quantity 98

other -

42%

60%

98%

Responents

price/costcelebrity/advertisementquality/quantityother

26

Analysis:-

As per the data gathered, it can be analyzed the most of the

respondent selected the option of quality and quantity.

Customers are now more starters than earlier so, they also look for

quality and price. Company should maintain the quality of the soap to

attract more and more customers and to maintain the existing

customers.

Here, Unilever should also looking for the celebrity endorsement

and try to update the celebrity as usually with trends variability

because according to the respondents, more than 30%

respondents influence the celebrity endorsement while

purchasing soap.

But at all customers are more depended on the quality of the

product so company should always in effort to increase the

quality of the product.

27

4). what do you feel about celebrity endorsement?

classification No of Respondents

likeable 125

unlikeable 24

neutral 43

Not important 8

likeable unlikeable netural not important0

20

40

60

80

100

120

140 125

24

43

8

no of responents

28

Analysis:

As per the data it can be analyzed that almost 60 % respondents

are affected by the celebrity endorsement. Company should try

to change celebrity endorsement according to current trends to

attract the new customers and change celebrity according to

change in trends. Company should continuing advertisement

with the different celebrities.

And company can also decrease the cost of sales promotion by

taking endorsee who is not the celebrity. According to analysis,

we can find that almost 40% respondent are not likable the

celebrity endorsement so, company can endorse with the person

who is not the famous celebrity and cut down the expenses.

We should also suggest to the company to choose celebrity

wisely so that negative effect of celebrity endorsement can be

avoided and sales and market share of the company can be

Increase.

29

5). How much you satisfy with the message of Lux advertisement?

No of Respondents

highly 30

satisfied 104

modality 36

dissatisfied 15

30

104

36

15

no of Responents

highly satisfysatisfiedmodalitydissatisfied

30

Analysis:

Lux is the brand who is giving always different ideas and

messages in its advertisement since the 1929 and always

succeed to attract the customer by its advertisement style

and celebrity. This is the strategy of the company to promote

the soap and gives variety of the products to the customers.

Company is giving messages of different fragrances and

colours to different age group and to the different segment

group.

Most of the respondents are said that Lux is coming with new

and new kind of ideas and messages in broadcast media

and as well as in print media to attract the customers. Lux is

always success to read the mind of the customers and giving

the products what customers want.

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SUGGESTION

Customer like best quality product on any price, so company

should use latest technology to their products and provide best

quality to the customers.

Customer's behavior always looks for some extra benefit with

purchasing. They demand for affordable price for product and

good schemes with purchasing.

Company targets only youth between 15 to 35 years who are

conscious of beauty and skin but in current scenario all people

are more conscious regarding their skin and beauty, so

company should also consider them while manufacturing the

product.

The company has to give some discounts or offers at the time of

Special occasions i.e., festivals.

Visual media is the best for LUX Soap because most of the

respondents well aware of TV programs, Ads give along with

special programs in popular TV channels to increase the sales.

and also people are well known about the celebrity which shows

in the advertisement of the Lux soap.

Most of the people are satisfied with small sized LUX Soap.

Try to reduce the price so that middle class can buy the soap.

From the beginning Lux, using a leading film star of the time,

Popularly known as the beauty soap of film stars, With top movie

stars - from Madhubala to Madhuri, from Babita to Karisma

and Kareena having endorsed the goodness of Lux over

generations, Now Lux is a brand of all

segment of society, so advertising should not contain only

"FILMI SITARO KA SABUN" but also like "AAM ADMI KA

SABUN"

32

CONCLUSION

From the data obtained in the previous chapter, we can come to the

following conclusions:-

For housewives, presence of natural ingredients plays an

important role while buying soap. However, although price does play

an important role in the purchase decision, today more and more

housewives are conscious about skin nourishment. Also, many of

them buy the brand mainly because of it has been used in the family for

years together.

Lux scored high on all parameters like fragrance, lather,

packaging, availability, variety and nourishment of skin. The only

factors on which it did not score very high were freshness and

price. Consumers think that soaps like Liril score better on

freshness than Lux. Lux leaves them feeling nourished and

cared for, but not fresh for a very long time.

The consumers share with Lux, a relationship of trust and

dependability and of respect. They look up to the brand and

literally worship the brand. Lux, thus, commands the respect and

even love of the consumers.

Most consumers are satisfied with Lux and think that it is best

that they can get.

Lux is an emotive brand. Emphasis is not on the physical attributes of

the soap. Demands from the brand are high; people expect that Lux

will make their skin beautiful.

33

QUESTIONNAIRE

1) What is the frequency of purchase of soap?

-Weekly - Quarterly

-Bimonthly -Semi-annually

-Monthly -More

2) How much soap do you personally require every month?

-I -3

-2 -4

2) During purchase of soap what influences you purchase?

-Price/cost -Celebrity Advertisement

-Quality & Quantity -Other (Package/Trial)

4) Do you prefer celebrity endorsement as

-Likeable

-Unlikeable

- Neutral

- Not Important

5). How much you satisfy with the message of Lux advertisement?

-Highly satisfy -Satisfied

-Modality - Dissatisfied

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BIBLIOGRAPHY

BOOKS REFERRED:

1. Philip kotler. Marketing management : publisher Pearson education

2. Naresh k malhotra: Marketing Management

3. C.R.Kothari : Research Methodology , publisher : new age international

WEBSITE REFERRED

1. www.google.com

2. www.unilever.com

3. www.wikipedia.com

4. www.lux.com

5. www.hul.co.in/brands/lux.asp

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